What happens when "Shark Tank" meets "The Biggest Loser?"
The answer is "Sweat Inc.," a 10-episode, one-hour series that will premiere Oct. 20 at 10 p.m. Eastern on Spike TV.
Jillian Michaels will host and judge the competition, which sets out to find America's next big fitness phenomenon and help turn it into an exercise craze. The winner receives $100,000 to develop the brand and launch a program at multiple Retro Fitness locations across the country. The program will be featured in Women's Health Magazine.
The 27 contestants on "Sweat Inc." will be judged by Michaels and co-judges Randy Hetrick (Suspension Training creator, TRX founder) and celebrity fitness expert Obi Obadike.
The three judges will be joined by celebrity fitness judges throughout the season who will lend expertise to specific fitness categories. The celebrity judges are Tito Ortiz of Bellator MMA; Lolo Jones, a U.S. Olympian; Kit Hoover of Access Hollywood Live; and Terrell Owens, a former NFL player. Appearing on the season finale are Beto Perez, Zumba creator; Alberto Perlman, Zumba co-founder; Kelly Starrett, founder of San Francisco CrossFit; and Amy Keller Laird, editor-in-chief of Women's Health Magazine.
Each episode focuses on a specific fitness category, including circuit training, interval training and platform devices. Each episode highlights three entrepreneurs as they compete to win a spot on the season finale.
Contestants will be judged on their initial idea, the progress of control subjects training in their program, the program's popularity among gym members and the development of their pitch.
The show is created and produced by 3 Ball Entertainment, which is behind "Extreme Weight Loss" and "Bar Rescue."